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New 'Got Milk' campaign misfire?

July 12, 2011 | 4:48
pm

The California Milk Processor Board is trying to be funny in its new ad campaign. But has the nonprofit marketing organization gone too far with its latest efforts?

A website and social media campaign unveiled Monday tries to get edgy as it urges women to drink milk to help with premenstrual stress. The ads themselves, though, are aimed at men, with the title "Everything I Do Is Wrong." The website features loud, menacing music as men, caught in shadows or with their images enhanced to make it seem as if they're in a dangerous situation, struggle to deal with the awfulness of PMS in their partners. Somehow this is supposed to make women want to drink milk. The campaign will also include spots on public radio.

The organization's advertising agency, Goodby, Silverstein & Partners, says it's just trying to be funny. What do you think?